Sarah Taddeo (Democrat & Chronicle)
Pittsford Cinema 9 in Pittsford Plaza recently upped the luxury factor in its movie theaters by installing reclining seats, reminiscent of your favorite living room La-Z-Boy.
The recliners make the theater experience more attractive to customers and have been shown to increase theater attendance, said Pittsford Cinema 9’s assistant manager Courtney Munnings.
While Pittsford Cinema 9 lost about a third of its total seating based on the size of the recliners, it saw about a 20 percent increase in its customer base since finishing the installation this fall, she said.
“You lose a lot of seats and you sell out a lot more, but people call and ask to make sure they can watch movies in the theaters with the recliners,” said Munnings, who did a social media research project on the benefits of installing the recliners prior to the project’s construction.
The recliners replaced all seating in most of Pittsford Cinema 9’s theaters, while three theaters with “stadium seating,” which sets the back rows on risers, got the recliners only in the front rows.
Pittsford Cinema also announced it will offer $5 tickets to all movies before noon, seven days a week. For more information on pricing, go to Pittsford.zurichcinemas.com.
For entire article, click here.